What is a primary factor in determining whether a consumer uses the Central Route?

The primary factor in determining whether a consumer uses the Central Route is the personal relevance of the information presented. The Central Route to persuasion is part of the Elaboration Likelihood Model (ELM), which posits that individuals are more likely to engage in deep, thoughtful processing of information when they find it personally relevant or important. When a consumer perceives the content of an advertisement as being directly related to their own needs, interests, or circumstances, they are more inclined to carefully evaluate the information and consider the merits of the arguments being made.

Personal relevance activates a more thoughtful approach to decision-making, encouraging consumers to focus on the quality of the arguments rather than superficial elements. This deep processing can lead to stronger attitude change and more lasting effects, as decisions made through the Central Route are often based on thorough consideration of the message rather than emotional appeal or quick judgments.